Websites Hope Viewable Ads Are Good For Business – CMO Today – WSJ
It seems obvious marketers should only pay for ads people can see, but when it comes to Internet advertising that hasn’t always been the case.
In an attempt to remedy that situation the online media industry is changing. Marketers are increasingly opting to purchase only ads they have some certainty are visible to users, as opposed to ones tucked away on parts of Web pages that are never exposed to users’ eyes.
This move towards “viewable” advertising will have a significant impact on ad-supported websites. Most will have fewer ads to sell, which could cause their revenues to dip unless they figure out a way to charge more for the ads they’re left with.